Universitas Gadjah Mada (UGM) once again received recognition at the 2024 Public Relations Media Awards (AMH), held on Thursday (Oct. 10) at the Pullman Hotel Bandung International Convention Center in Bandung, West Java.
The “Indonesia-Centric Development” competition featured 162 government agencies, both central and regional, corporations, and universities. After a rigorous selection process, 52 winners were selected across all categories. UGM secured two awards, ranking second in the press release category and third in the state university website category.
The Secretary of UGM, Dr. Andi Sandi Antonius Tabusassa Tonralipu, expressed gratitude for UGM’s achievement in the press release and website categories.
He stated that this award reflects an external appreciation for UGM’s information and publication channels that have been effectively communicated to the public.
“This award further motivates the PR, social media, and news teams at UGM to convey information even better to the community through press releases, the website, and social media,” said Dr. Tonralipu on Sunday (Oct. 13).
He emphasized UGM’s strong commitment to supporting Indonesia-centric development, which aligns with the AMH theme organized by the Ministry of Communication and Information Technology. UGM supports this through the tri-dharma of higher education activities carried out by faculty and students.
He highlighted that one of UGM’s contributions to accelerating national development is through community service activities conducted by Community Service Program (KKN) students deployed across almost all provinces.
Additionally, the university engages in appropriate technology applications and programs that provide assistance and input in decision-making and development policy for both central and regional governments.
“Moreover, there are activities conducted by faculty and research teams in collaboration with corporations and local communities,” he stated.
Meanwhile, Prabu Revolusi, the Director-General of Public Information and Communication at the Ministry of Communication and Information Technology, noted that current challenges for public relations practitioners include the impact of technological disruption due to the emergence of artificial intelligence (AI).
AI has led to the rise of hoaxes, manipulation, fake news, a loss of human touch, unification, and a lack of creativity, necessitating breakthroughs to address its negative impacts.
He added that despite AI’s negative impacts, the technology also offers benefits by helping public relations functions and tasks and making work processes more efficient. He urged PR practitioners to stay involved in utilizing AI and stay updated with developments.
“Public relations professionals must not lag in the use of AI. They should not only learn to use AI but also create added value from this artificial intelligence,” he explained.
Revolusi mentioned that a significant number of people are learning and utilizing AI. Based on data, Indonesia ranks as the third-largest user of AI globally, following the United States and India, with 1.4 million visits to AI applications in 2023.
The Acting Governor of West Java Province, Bey Machmudin, congratulated public relations professionals from various agencies, corporations, and state universities who received awards from the Ministry of Communication and Information Technology.
“It is only right to receive appreciation, considering your hard work,” he remarked.
He stated that communication is crucial in conveying information to the public. Conversely, through media information and communication, public complaints can serve as a reference for the government in making policies.
Therefore, Machmudin advised PR professionals to work based on commands from their superiors and respond to issues in the public sphere.
Drawing from his experience working as the Deputy for Protocol, Press, and Media at the Presidential Secretariat, Machmudin emphasized that PR practitioners should be skilled in writing and capable of taking engaging photos and videos.
“Videos and images with interesting angles are key. Therefore, working in public relations requires diligence and discipline. It is essential to create impactful content and effectively disseminate various government programs,” he concluded.
Author: Gusti Grehenson
Photo: Ministry of Communication and Information Technology